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March 31, 2005
That's The Way The Cookie Crumbles
Kevin wrote last week in ClickZ about how a recent trend of users deleting cookies--39% according to a Jupiter Report--threatens SEM and online advertising agencies because it stands to destroy current tracking methods.
Kevin wants to know how to save the cookie. I have another answer: Go after the anti-spyware programs. Many don't diffrentiate between actual spyware and tracking cookies--which often serve a useful purpose for users. I tested the three major anti-spyware, Yahoo!'s Pest Patrol, Adaware and Spybot, to see which SEMs and online agencies were really in danger. Here is what I found:
| Agency |
Yahoo/Pest Patrol |
Adaware SE |
Spybot |
| 2o7.net |
Yes |
Yes |
No |
| Advertising.com |
Yes |
Yes |
No |
| Atlas |
Yes |
Yes |
N/A |
| Ave A / Razorfish |
N/A |
N/A |
Yes |
| Bfast |
Yes |
Yes |
Yes |
| Casal Media |
Yes |
Yes |
No |
| CJ |
Yes |
Yes |
No |
| Did-it |
No |
No |
No |
| DigitalGrit |
No |
No |
No |
| Doubleclick |
No |
Yes |
No |
| Edge.ru4 |
Yes |
Yes |
No |
| FastClick |
Yes |
Yes |
No |
| iCrossing |
No |
No |
No |
| InsightExpress |
No |
No |
No |
| KeywordMax |
N/A |
N/A |
N/A |
| KeywordRanking |
No |
No |
No |
| MediaPlex |
Yes |
Yes |
Yes |
| Overture |
No |
Yes |
No |
| Performics |
No |
No |
No |
| RealMedia |
Yes |
Yes |
No |
| TribalFusion |
Yes |
Yes |
No |
| ValueClick |
Yes |
Yes |
Yes |
|
|
|
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What needs to happen for the at-risk agencies is for them to actively court the anti-spyware programs and convince them that they are not placing malicious cookies. These programs also have a huge influence over people's behavior when it comes to safety (If cookies didn't seem so evil, users wouldn't clear as often)
Kevin says to woo the people. You have to woo the leaders too.
Posted by eli at March 31, 2005 07:27 PM
Cookies are old news. They're getting stale. As online marketers we need to move fast.
For a cookie alternative:
http://www.clickz.com/news/article.php/3494101
"The technology is based on a feature of Flash MX called "local shared objects" (SOs), which can easily be placed on a user's machine by adding a piece of Javacript to a Web page. SOs are similar to cookies in concept and function. The main difference is Web users don't know what SOs are, and are therefore unlikely to delete them. Additionally, commercial anti-spyware applications do not typically block these files, as they do cookies."
Posted by: Shimon at April 5, 2005 05:15 PM
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